FUNDAY™ Natural Sweets

What FUNDAY™ Natural Sweets does

FUNDAY Natural Sweets is an Australian better-for-you confectionery company founded in 2020 and headquartered in Melbourne, manufacturing and selling no-sugar-added gummies, lollipops, chews, and chocolate-covered candies under its own brand and through licensed collaborations. The company's product platform is built on a proprietary formulation approach that combines prebiotic fibres (tapioca starch IMO and chicory root fibre) with stevia leaf extract to deliver confectionery that is described as up to 91% lower in sugar than conventional lollies, with no sugar alcohols (avoiding the laxative effects common in sugar-free candy) and natural plant-based colours. Standard gummies use halal beef gelatine while the vegan-certified range uses apple pectin and agar; all products are gluten-free tested by an independent laboratory and the lollipop line is the first 5 Health Star Rated lollipop in Australia.

The business operates a hybrid go-to-market model combining a direct-to-consumer Shopify storefront (fundaysweets.com) with a subscription service called FUN Club (10% discount, free domestic shipping) and a points-based loyalty programme, alongside wholesale distribution through major Australian retailers including Woolworths, Coles, Coles Express, Chemist Warehouse, Harris Farm, Ampol, and WHSmith, plus an initial New Zealand presence via Chemist Warehouse NZ. The customer base spans health-conscious adults, parents seeking better-for-you children's treats, vegans, coeliac/gluten-free consumers, and individuals managing sugar intake (keto, diabetic, weight management). The brand has executed two high-profile limited-edition collaborations — with Barbie (Mattel) launching in March 2025 and with Raw C on a summer coconut-water gummy — and has expanded its portfolio in 2025 across lollipops, chews, chocolate-covered products, and larger 120g pack formats.

Revenue mechanics are split between wholesale purchase orders from retail buyers (one-time per shipment) and DTC e-commerce with a recurring subscription layer. Pricing on the DTC site ranges from approximately A$8 for an 8-lollipop share bag to A$59 for the comprehensive Lots of Fun Everything Bundle, with standard 12 x 50g gummy boxes priced at A$40. Marketing is primarily product-led, leveraging social media (Facebook, Instagram, TikTok), earned media, dietitian endorsement, brand collaborations, and in-store shelf presence rather than paid performance channels. The company is privately held, founder-led by Daniel, has 16 employees, and has not disclosed any external funding.

Name

FUNDAY™ Natural Sweets

Legal name

FUNDAY Natural Sweets

Website

https://fundaysweets.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

FUNDAY Natural Sweets is an Australian better-for-you confectionery company (founded 2020, Melbourne) that makes no-sugar-added, prebiotic-fibre gummies, lollipops, chews, and chocolates, selling direct-to-consumer via Shopify and through major Australian and New Zealand retailers.

Ownership category

akta.pro rank

Product category

Sugar-Free Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Chocolate and Confectionery Manufacturing (31135)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Sugar Confectionery (Gummies, Hard Candy, Chews) (CRADABAB)

Keywords

• Sugar-free confectionery
• Natural gummy candies
• Stevia-sweetened sweets
• Better-for-you candy
• Prebiotic fibre lollies

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through fundaysweets.com with individual product purchases, bundles, and subscription (FUN Club). Subscription offers 10% off every order, free domestic shipping, and cancel-anytime flexibility. Customers can also purchase merch and limited-edition collaboration products.
2. Wholesale / Retail Distribution: Products distributed through major Australian retailers including Woolworths, Coles, Coles Express, Ampol, Chemist Warehouse, Harris Farm, WHSmith, and New Zealand (Chemist Warehouse NZ). Revenue generated through wholesale purchase orders from retail buyers.
3. Limited Edition Collaboration Products: Time-limited co-branded products (e.g., FUNDAY x Barbie Berry Kisses) sold at premium pricing through both DTC and retail channels, creating urgency-driven revenue spikes.
4. Loyalty Program / FUN Club: Points-based rewards program where members earn 1 point per $1 spent, with 20 bonus points upon joining, redeemable for rewards. Drives customer retention and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels9 records

Core offering

FUNDAY manufactures and sells no-sugar-added confectionery products including gummies, lollipops, chews, and chocolate-covered candies formulated with prebiotic fibre (tapioca starch/IMO and chicory root) and natural stevia, with no sugar alcohols. Products are sold direct-to-consumer via the company's e-commerce store and subscription service (FUN Club) and are distributed nationally across Australian grocery, pharmacy, and convenience retail chains.

Product overview

FUNDAY Natural Sweets is an Australian confectionery company operating primarily through its Shopify e-commerce store (fundaysweets.com) and major retail partners (Woolworths, Coles, Chemist Warehouse, Harris Farm, Ampol, WHSmith). The product portfolio is anchored by no-sugar-added, no-sugar-alcohol gummy and hard candy products built around prebiotic fibre and natural stevia sweeteners. The core range centres on fruit-flavoured gummies (Strawberry & Cream, Raspberry Gummy Frogs, Fruity Gummy Snakes, Party Mix, Peaches & Cream, Fruity Koala Gummies), supplemented by a sour lollies line (Sour Peach Hearts, Sour Cola Bottles, Sour Vegan Bears, Sour Box), an inaugural lollipop range (4 flavours, first 5-star Health Star Rated lollipop in Australia), a just-launched chocolate-dipped range (Dark Chocolate Strawberry Bites, milk/white chocolate raspberry and banana bullets), and a chews range (Fruity Chews, Cararamel Chews — both Australian Certified Vegan). The portfolio also includes curated bundles (The Can't Decide Box sampler, Lots of Fun Everything Bundle) and two limited-edition collaborations (FUNDAY x Barbie Mixed Berry Kisses; FUNDAY X Raw C Coconut Water Gummies). A subscription service (10% off + free shipping) drives recurring revenue.

Differentiator

Problem solved

Functional benefit

Products and services

• Fruity Mixed Box Curated bundle of 12 x 50g packets featuring four fruity flavours (Party Mix, Strawberry & Cream, Fruity Gummy Snakes, Raspberry Gummy Frogs), made with no added sugar, no sugar alcohols, and prebiotic fibre. Targeted at consumers seeking a variety of healthier confectionery options.
• Strawberry & Cream Gummies Soft gummy candies combining strawberry and creamy flavours with natural colours and flavours, prebiotic fibre, and stevia; no added sugar. Available in 12 x 50g and 7 x 120g pack sizes for health-conscious consumers and families.
• Raspberry Gummy Frogs Frog-shaped gummy candies with raspberry flavour, made with halal beef gelatine, certified gluten-free, keto-friendly, with prebiotic fibre and no added sugar. Targeted at parents, families, and consumers managing sugar intake.
• Fruity Gummy Snakes Snake-shaped gummy candies in passionfruit, raspberry, and blackcurrant flavours, with natural colours, prebiotic fibre, and stevia; no added sugar. Sold to health-conscious consumers and families as a lunchbox or snacking treat.
• Party Mix Gummies Assorted gummy mix of Milk Bottle, Pineapple, and Raspberry flavours; no added sugar, no sugar alcohols, with prebiotic fibre. Available in 12 x 50g and 7 x 120g pack sizes. Targeted at parties, families, and snacking occasions.
• Peaches & Cream Flavoured Gummies Dual-texture gummy with a juicy peach-flavoured top layer and a soft cream-flavoured bottom layer, with natural colours and flavours, prebiotic fibre, and stevia. Available in 12 x 50g and 7 x 120g pack sizes for health-conscious consumers.
• Fruity Flavoured Gummy Koalas Koala-shaped vegan gummy candies in Blueberry, Strawberry, and Peach flavours, made with apple pectin and agar instead of gelatine. Australian Certified Vegan, no added sugar or sugar alcohols. Targeted at vegan and plant-based consumers.
• Sour Box Mixed sour gummy bundle containing 12 bags across Sour Cola Bottles, Sour Peach Hearts, Sour Vegan Gummy Bears, and Sour Peach Hearts. No added sugar, no sugar alcohols, with prebiotic fibre. Targeted at consumers seeking healthier sour lollies.
• Sour Peach Hearts Heart-shaped sour-coated gummy candies with peach flavour. Tart sour coating balanced with natural sweetness from stevia and prebiotic fibre; no sugar alcohols. Targeted at consumers wanting healthier sour treat options.
• Sour Cola Flavoured Gummy Bottles Bottle-shaped sour gummies with cola and lemon flavours, coated for extra tang. Made with prebiotic fibre, no added sugar, no sugar alcohols. Targeted at health-conscious consumers and families.
• Sour Vegan Gummy Bears

Quantifiable outcome

• Up to 91% less sugar than average conventional lollies
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Barbie (Mattel)coreGTM or Marketing PartnerFUNDAY partnered with Barbie (Mattel) for a limited edition collaboration product: FUNDAY x Barbie Mixed Berry Kisses Flavoured Gummies, launched in March with initial exclusive availability at Chemist Warehouse before rolling out to Woolworths, Ritchies, and independent grocers nationwide. The collaboration leverages Barbie's brand equity among target demographics (families, children, health-conscious women) to drive customer acquisition. The product features iconic kiss-shaped gummies in mixed berry flavour with pink two-tone design, embodying Barbie's 'bold, confident and unapologetically fun energy'. This is a co-branding/licensing collaboration for a time-limited product drop, designed to create urgency and attract new customers to the FUNDAY brand.
• Raw CminorGTM or Marketing PartnerFUNDAY partnered with Raw C for a limited edition collaboration product: FUNDAY X Raw C Fruity Coconut Water Flavoured Gummies. This summer-themed product uses real coconut water powder and features watermelon and pineapple flavours. Positioned as a 'sweet summer fling' — here for a good time, not a long time. The collaboration targets consumers seeking better-for-you summer snack options, combining FUNDAY's confectionery expertise with Raw C's coconut water brand positioning.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wholesome: Established US sweetener and confectionery brand (organic sugars, candy) with broader mainstream distribution; comparable as a better-for-you confectionery player with wider category scope.
• HARIBO: Global gummy confectionery category leader; comparable as the dominant incumbent in the gummy segment FUNDAY competes in, with growing better-for-you ranges.
• Mars Wrigley: Global confectionery giant (Starburst, Skittles, Extra) with a growing no-sugar-added portfolio; comparable as the broad incumbent FUNDAY competes against on shelf and in better-for-you innovation.

Regional players

• Darrell Lea: Australian heritage confectionery brand (chocolates, lollies) sold nationally; comparable as an Australian regional confectionery incumbent competing for the same shelf and consumer.

Direct peers

• YumEarth: US organic and allergy-friendly candy brand (lollipops, gummies) sold in mainstream US retail; directly comparable as a better-for-you confectionery brand with multiple certifications.
• Zollipops: US-based sugar-free lollipop and candy brand focused on dentist- and parent-friendly treats; directly competes with FUNDAY's lollipop and better-for-you positioning.
• Candy Kittens: UK vegan gummy candy brand positioned as a premium, better-for-you confectionery; comparable as a vegan-certified, plant-based gummy challenger in mainstream grocery.
• Dr. John's Healthy Sweets: Sugar-free candy and lollipop brand targeted at dentists, parents and diabetics; comparable as a sugar-free confectionery brand using alternative sweeteners.
• NKD Living: Sugar-free confectionery brand selling no-added-sugar sweets across UK and international markets; directly comparable as a sugar-free lolly/chocolate alternative brand.
• SmartSweets: Canadian low-sugar gummy and candy brand selling across North America; directly comparable as a better-for-you confectionery challenger using alternative sweeteners and prebiotic-style ingredients to compete with mainstream candy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fundaysweets
• Instagraminstagram.com/fundaysweets
• TikToktiktok.com/@fundaysweets
• LinkedInlinkedin.com/company/funday-natural-sweets

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FUNDAY™ Natural Sweets